You can start by setting up a customer advisory board made up of your most vocal and loyal customers. You will get feedback to refine your current products and roadmap and an idea of how they are using your platform. You will come across some features being used in a way you thought was not ideal (or possible). Insight can be gleaned from the other tools they might use in their organizations and to what end. Understand how these tools were positioned and how they are helping your customers. Share this with your Compete Intel (or PMM) team. Combine the above with data and collaboration with CSM teams, and you are golden. Look at adoption numbers closely and speak to them to understand the reasons behind them.

What I can say according to my experiences: 1️⃣Combine customer feedback with proactive market research. 2️⃣Regularly analyze competitors, monitor industry publications, and track emerging technologies. 3️⃣Engage with thought leaders, attend relevant events, and leverage social media listening to spot shifts early.

It’s important to understand that a company doesn’t place their product or service directly in the minds of customers. Instead, customers decide how they view a company or person. This means we need to pay attention to customer feedback to understand how they think of us. Improving a product or service to keep up with trends is essential, but it’s not enough. The way we communicate about our product really shapes how people perceive us and whether they’re willing to spend money on it. Even the best product won’t sell if people don’t see its value. E.g., If vitamins are seen as a 'luxury,' customers may not buy them, as they prioritise essentials. But if they view them as a 'health' necessity, they’re more likely to allocate a budget for it.

Consider blending real-time insights from users with proactive market analysis. Regularly monitor industry reports, competitor moves, and emerging technologies to understand evolving market demands. Leverage customer feedback to identify common pain points and unmet needs, using these insights to highlight product differentiators that resonate with current and future customers. Engage in continuous testing of positioning messages with select customer segments, allowing for quick adaptation as trends shift. Combining direct feedback with trend forecasting enables you to anticipate customer expectations and stay relevant, positioning your product as a forward-thinking solution in the market.

Continuous Market Research: Regularly conduct market research to stay informed about the latest trends, consumer behaviors, and emerging technologies. This helps in anticipating changes and adapting quickly. Actively seek and integrate customer feedback into your product development process. Analyze their strategies, product offerings, and market positioning to identify opportunities and threats. Engage with industry experts, attend conferences, and participate in webinars to gain insights into future trends and innovations. Maintain an agile and flexible approach to product development. This allows you to pivot quickly in response to market changes and customer feedback. That is my thoughts... Rodney Bearden